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Brand architecture and relationship between brands In a brand portfolio, each brand should be unique and should result in maximizing the equity of all the brands in the portfolio and/or should not harm the equity of the other brands. Thus, each brand is unique and caters to different segments in the market. While devising a brand portfolio, marketers need to be careful and come out with brands that maximize the coverage of the market and minimize overlap between brands, so that the threat of cannibalization is minimized. An organization can launch brands that satisfy a particular need of the target market or to offset competition. This results in brands playing a specific role in the portfolio of brands of an organization.

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Importance of understanding brand architecture To build powerful brands Leads to optimal allocation of brand-building resources Provides clarity of offering so the brand identity is clearly perceived by the consumers providing opportunity to extend the brand Provides synergy in creating association building Provides a platform for future growth.

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Brand relationship spectrum Low relationship among parent brand and sub- brands High degree of relationship among brands House of brands Endorsed brands Sub-brandsBranded house

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Choosing the right position Contribution made by the master brand to the new offering – Value proposition – Credibility – Visiblility – Efficiency in communication Association of the master brand with the new offering There is compelling need for a separate brand The business can support a new brand